Overview
Over 90 days, we scaled high-intent 1:1 home-tuition enquiries in Mumbai by combining Google Ads Search (for demand capture) with Meta Ads (for reach + retargeting). The brand targets high-paying parents seeking premium tutors for IB / ICSE / CBSE and entrance-exam prep (JEE / NEET). By tightening match types, restructuring campaigns by board / class / exam intent, and refining Meta audiences + creatives, we produced 1,590 premium enquiries while improving cost-efficiency — without making any landing page changes.
Google Ads Snapshot (Oct–Dec 2025)
- Avg. CPC: ₹56.71
- Conversions (Enquiries): 690
- Cost / conv: ₹442.17
- Total Cost: ₹305K
- Clicks: 5,380
- Conv. rate: 12.83%
Meta Ads delivered additional premium enquiries alongside Search.
Campaign Overview
A multi-platform performance setup for a Mumbai home-tuition provider focused on driving premium parent enquiries for 1:1 home tuition. The offer highlighted experienced home tutors, personal guidance, and a personalized learning plan for students from Class 5–12 and entrance-exam prep (JEE / NEET). Target boards included CBSE, ICSE, and IB / international boards (not state board).
Objectives
- Increase form leads
- Increase WhatsApp + call leads
- Scale volume while maintaining quality
Strategy
- Keyword & intent control (Google Search): Shifted to mostly Phrase / Exact match and aggressively expanded negative keyword lists to protect lead quality and cut waste.
- Campaign restructure (Google Search): Rebuilt structure by board / class / exam intent to raise relevance and improve efficiency in a competitive CPC environment.
- Premium geo targeting: Applied tighter geo / radius targeting to focus on premium Mumbai areas and reduce low-intent inquiries.
- Ad copy improvements: Upgraded messaging to emphasize premium intent and trust — 1:1 tuition for IB / ICSE / CBSE, Class 5–12 + JEE / NEET prep, personalized learning plan, and experienced home tutors + personal guidance.
- Bidding upgrade (Google Search): Switched from Maximize Clicks to Maximize Conversions to optimize for enquiry actions instead of traffic volume.
- Meta audience & lead quality: Refined targeting using higher-intent signals (interest stacks + quality filters), plus ongoing creative testing to scale winners.
- Meta creative testing system: Ran weekly new creative tests, identified top performers, and scaled them in dedicated sets for stable performance.
- Meta retargeting: Launched a dedicated retargeting layer to capture warm users and reinforce premium positioning.
Results
Google Ads (Search) — Oct–Dec 2025
- Spend: ₹305K
- Total enquiries (conversions): 690
- Forms: 582
- Calls: 70
- Chats / conversations started: 38
- Cost/conv: ₹442.17
- Avg. CPC: ₹56.71
- Clicks: 5,380
- Conv. rate: 12.83%
Meta Ads — Oct–Dec 2025
- Spend: ₹86,867.53
- Form leads: 450
Messaging / WhatsApp conversations were also driven and counted toward enquiry volume per the tracking setup.
Combined outcome (Google + Meta)
- Total spend: ~₹3.92L
- Total premium enquiries: 1,590 (Forms + Calls + WhatsApp / Chat)
Highlights
- Reduced wasted spend by moving to phrase/exact + heavy negatives
- Campaign rebuild by board / class / exam intent improved relevance and conversion efficiency
- Premium-area targeting helped protect lead quality in a high-CPC market
- Meta performance scaled through weekly creative testing + scaling winners separately
- Added a dedicated Meta retargeting layer to convert warm audiences faster
- Achieved scale without landing page changes — improvements came from targeting + structure + creatives